2 Show käib06.05.02. Cultural marketing and identity at the example of the city of Tartu. Külli Hansen

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Cultural marketing and identityCultural marketing and identity

at the example of the city of at the example of the city of

TartuTartu

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Külli HansenKülli Hansen

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Tartu and its identityTartu and its identity

• City of good thoughts• University city• Second city• Capital of Southern Estonia and a regional

centre• Estonian capital of spirit, while Tallinn is the

capital of power• Centre of Estonian science and medicine• Tartu has 100 000 inhabitants and 40% of them

are young people and students

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Tartu and its cultural identityTartu and its cultural identity

+• Tartu has 3 theatre houses, 20 museums, 5

libraries, 3 art galleries and several venues for concerts and other cultural activities

• Tartu has many studios, art-schools and universities, where students can study visual and performing arts, music, photography etc

• Tartu is a living and studying place of creative young people, who start their career here

• Tartu is politically stable and culture is supported at the highest level

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Tartu and its cultural identityTartu and its cultural identity

-• Tartu is not attractive enough to keep talented

young people in the city and to offer them jobs. Many of them are leaving for Tallinn or abroad

• Cultural managers in Tartu are mostly young people without any professional education in cultural management, marketing or fundraising

• Most cultural operators in Tartu do not have international contacts with colleagues from other countries

• For years, cultural operators were not used to working together or in networks, both locally and internationally. There is hardly any institution in Tartu belonging to some European cultural network

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The role of Cultural DepartmentThe role of Cultural Department

During the last 6 years, Cultural Department of Tartu City Government has worked as a catalyst of new initiatives and processes.

Tartu has several development plans, made with the assistance of a large number of cultural operators:

• Development plan for culture for 2003 - 2007• Ideas for development of culture until the year

2030• Strategy of cultural marketing until the year

2011• Bid of Tartu for becoming the European Capital

of Culture in 2011

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European projectsEuropean projects

With the help of European programmes the following projects have been carried out during the past 6 years:

• Exchange of museum workers between Tartu and Uppsala (Sweden) and courses on website design held for the museum workers

• Exchange of festival directors from Tartu, Uppsala, Turku (Finland), St. Petersburg (Russia) and Ferrara (Italy) and study visits to these festivals. Discussions on the theme of festival management and exchange of experience

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European projectsEuropean projects

• A course of cultural management on the master degree level was organised for cultural operators in Tartu

• Several information days were organised to introduce European programmes and fundraising possibilities

• International cultural conferences were held on the themes of cultural policy and financing, cultural journalism and cultural marketing

• Three numbers of a journal on cultural marketing were issued

• Local networks between museum workers, festival directors, visual and performing arts operators were organised

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European projects European projects

• Different studies were carried out on the following themes:- cultural consumption

- communication and marketing methods of 10 major festivals in Tartu - sponsoring methods of cultural institutions and collaboration with business people

• Interactive environment/museum exhibit about the cultural history of Tartu was made

• A lot of joint exhibitions between museums in Turku and Tartu were organised

• New publications were issued to market cultural possibilities and events in Tartu


The cultural year circleThe cultural year circle

• New festivals were initiated in the city to offer different cultural possibilities to the citizens of Tartu throughout the year and to activate cultural managers from different fields of arts:- Visual arts festival – in January – Hanseatic festival - in July- Museums month – from half April until half May- Literature festival “Prima Vista” – in May- Festival of the river “Emajõgi”- in July- Avant-garde festival “Eclectica”- in September- Christmas festival – in December


Marketing channelsMarketing channels

• New website – kultuuriaken.tartu.ee• Radio programme – 15 minutes every Thursday

in the local radio station• New publications, translated into several

languages: - Cultural calendar, four times a year- Publication about museums in Tartu - Publication about cultural institutions in Tartu- Publications and CD-ROMs of conferences, studies, international events and projects







Tartu as European Capital of CultureTartu as European Capital of Culture

The preparation process has involved hundreds of people from the whole Estonia:

• 23 counties have signed a letter of support for Tartu’s candidacy

• More than 70 ideas have been sent to the idea competition and about 100 photos to the photo, essey and childrens drawing competition

• More than 50 cultural operators have been involved in the development of project ideas until the year 2011

• A short film and a bidding application has been made and presented to Estonian Ministry of Culture



Cultural marketing strategyCultural marketing strategy

The strategy of cultural marketing for the years 2006 – 2011 was worked out together with cultural operators of the city.

The following questions arose:

• What is attractive culture?• What is cultural marketing?• Should cultural operators use the means of PR

instead of marketing?


Marketing plans for futureMarketing plans for future• To advertise the website kultuuriaken.tartu.ee

in whole Estonia – including outdoors marketing campaigns in Tallinn

• To organise visits of journalists to Tartu, including journalists from neighbouring countries

• To initiate educational programmes and work together with schools – bring artists and writers into the schools

• To work out ideas to promote local legends and heroes as a basis of local identity and use them for creating contemporary artworks

• To continue organising international cultural conferences on different themes and to support European dimension in cultural activities


LinksLinks

• www.tartu.ee• www.tartu.ee/culturalservice• www.tartu.ee/kultuuriturundus - Conference of

Cultural Marketing in Tartu, Nov 4-5, 2005• www.tartu.ee/kultuurilinn - Overview of the

project made on cultural marketing• www.tartu.ee/festivalbook - Publication of the

research made of European festivals in 2003• www.2011.tartu.ee• http//:kultuuriaken.tartu.ee


Questions for discussion Questions for discussion

• What is the role of the cultural department of a city in the development of culture?

• Who should initiate cultural processes and events – cultural operators or cultural administrators?

• What role has culture in marketing a city?• What kind of support cultural managers and

creative people wait from local government?• How is the collaboration between cultural

operators and cultural administrators organised in European cities?

Documents

2 Show käib06.05.02. Cultural marketing and identity at the example of the city of Tartu. Külli Hansen